Attendees to IAAPA’s first-ever North America Trade Summit will hear about how the visitor attractions industry has evolved from a service economy into an experience economy.

Taking place in San Diego, California, from 20 to 23 March, the four-day event will feature a keynote speech from George Walker, CEO of The League of Extraordinary Dining. The League of Extraordinary Dining – a new company that merges themed design with experiential dining.

Walker will outline how the popularity of virtual reality is shifting into a desire for what he calls "authentic reality" – and how technology enhances the guest experience, rather than drives it.

Other speakers include Erika Kohler, interim executive director, San Diego Zoo; Jim Lake, president, SeaWorld San Diego; and Troy Sacco, SVP of Sales & Marketing, Five Star Parks & Attractions.

As well as a programme of seminars, the Trade Summit features networking opportunities and an exhibition for industry suppliers.

“The first-ever IAAPA North America Trade Summit is sure to inspire all who attend,” said Michael Shelton, vice president and executive director, IAAPA North America.

“It is a rare opportunity to learn from industry leaders, connect with attraction suppliers and visit top attractions in the San Diego area for a behind the scenes look at how other members are adapting to our ever-changing landscape.”